How we made M&M’S

a retail hit at the tennis

The Challenge

In a crowded sponsorship landscape, M&M’S needed to stand out amongst premium brands at Australia’s premier sporting event. Consumer expectations for retail experiences were rising, and competition for attention was intense. How could a chocolate brand cut through the noise and deliver brand impact and sales results?

CLIENT

M&M's

YEAR

2024

CAPABILITIES

ACTIVATION & SHOPPER

The Reframe

Transform M&M’S into the most vibrant and immersive retail destination at the Australian Open.

We set out to bring the playful brand personality to life through a physical experience designed to convert engagement directly into purchases.

The Big Thing

We designed a bold, eye-catching pop-up retail space that became an unmissable landmark within the tournament grounds. The striking yellow structure, housing colourful M&M’S characters, invited visitors in with immersive interiors and photogenic exteriors. Tactical point-of-sale touchpoints drove impulse buys, while comfortable spaces provided a welcome break from the summer heat. Every detail was engineered to maximise dwell time and deepen brand connection.